PPJ brand x_ayaki sakuma

Project Process Journal : BRAND X

0. Index

1. Start the project
2. What is “PRIDE” ?
3. Concept
4. Create our brand model
5. Outcome (brand)

6. Create individual product
7. Outcome (products)
8. Ready for Exhibition
9. Reflection
10. Acknowledgement


1. Start the project
Overview
week 1: Discover
Presenting your target market and first draft
concepts for a brand that responds to the
anticipated needs of this market sector.

week 2 : Define
Developing a DNA for your brand: name,
identity, and set of values that express this
feeling, and start to look at the material.

week 3 : Develop

week 4 : Deliver

Alongside the further refinement of your
brand identity you will now shift focus onto
the design of the launch products.

Presenting the outcome of the project as a
‘point of sale’ stand for an imaginary Expo.

Objective

Introduction

Themes

‘Produce a Brand’

“Brand as not what you (brand owner) say it is, but

Consider each brand as

what they (customer) say it is” - Marty Neumerier

an ecosystem of

- What is a Brand ?

Working initially in small team, you are asked

A brand is probably best described as the point

networked products,

to develop
touch point the proposition for abrand, whose
focus will bserve the needs of new market in
s

of convergence between the 3 previously mentioned

each inspired by an

‘touchpoints’ , an idea explored by the

intellectual exploration

the near future. Responding to emerging and

international strategic design agency Method,

of one of the 7 deadly

who propose that successful brands build trust

sins - wrath, greed,

through the development of a ‘brand pattern’ .
political, and economic trends, your new brandProduct
Environment

sloth, pride, lust, envy,

tone social, cultural, technological,
predicted

SOCIAL

behaviours to reveal a business opportunity

DNA
value

Pattern is what binds together the Artefacts,

Behaviours and Concepts : together Method

loach
app

will anticipate new concerns, desires and
within a specific market sector.

Experience

Strategic Goal

refer to this as ABC of Brand Pattern Recognition.
Service

Feasibility

ECONOMIC

and gluttony.

Our team got the
ENVIRONMENTAL

theme as ‘PRIDE’ .

Unmet needs

LUST
GREED
ENVY
WRATH
GLUTTONY
SLOTH
PRIDE


2. What is ‘PRIDE’ ?
Mind map

Boast

Display

Brag

Show off

Accomplishment

Self-Confidence

Conceded
Ownership

Arrogant

PRIDE

Makes you proud
Trust

Competition
Attack others

week 1: Discover

Identity

Protect myself

week 2 : Define

Authenticity

Nationality

week 3 : Develop

week 4 : Deliver


2 features of PRIDE

“Pride is a self satisfaction legitimized by adversity or challenges
overcome before reaching the success.”

Arrogance
Boast

Brag
Conceded

Accomplish
Trust

We started to think about Pride in different ways, good and bad way.

Authenticity

Pride is often confused with vainness, its a kind of pride with a pervers
attitude. Boasting of owning something starts by attacking people in a

The objects that attack
others / protect yourself by
comparing with others.

The objects that makes
you proud of yourself
because of owning / buying.

way to protect yourself. This is then a kind of competion, by
comparing with the others. This is the notion we defined as a show off
behaviour. You have that object because you know that people know
it’ s valuable.
Crash of your marriage

Then we analysed the good meaning of Pride. Being proud of owning
Single Parent

THE object. In that case you’ re proud of yourself, of your identity
because that object has a value at your eyes. It can be precious,
collector/limited edition, home made, recycled, or old. In that case that

Death of your parent

you have this object at home, but to know more about it, they will have

lose your job

Guilty

Persuit of Happyness

object has a story, something that you are the only knowing it. We
defined this as a display behaviour. People will notice you wear it, or that

Bad Moments

Lack Self Confidence

Shy person

Different Aspirations

Single Adult

WHO

Strong Pressure

needs pride

WHEN
Young mother

Childless

Need Money

to ask you what is it story.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


Relationship with Society
The world becomes more and more fast. Nothing and nobody has to be at a fixed place or a fixed
time. This will change the way of living in the future. The living and working in different countries
for a certain time and their way to work, communicate and consume will be more digital. Most of
the objects that they will use are mass-produced without any personal regard or content and often
defined with money. It is necessary to find a balance between progress in the society and the needs
of the people. With our work we decided to create a brand keeping values in the monetary and fast
moving world.

The question is How managing to get
satisfied and pride in the consumer society?
That one that is creating your ambitions/desires
and in an other way frustrating you.
The main aspect of Pride we decided to focus
on, is the self-esteem.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


3. Concept
our brand...

Make you PROUD.
recycle

DIY

customize

You are proud of yourself, of your identity because that object has a value at your eyes. It
can be precious, collector, limited edition, home made, recycled, or old. In that case that
object has a story, something that you are the only knowing it. We defined this as a display
behaviour. People will notice you wear it, or that you have this object at home, but to know

sharing

expless tarent memory

more about it, they will have to ask you what is it story. We aim for this.

patina

week 1: Discover

week 2 : Define

week 3 : Develop

encoragement

week 4 : Deliver

3. Concept


shape, price
experience, memory

ADD STORY


4. Create our brand model
service & system

main ideas

How to add story?
How to feel self-esteem?
Learning new skills, Do It Yourself, being
able to express your creativity and share it
with others, becoming responsible about

DIY studio
Co-working Space
Fab-lab School......

material waste and engaging in community
activities boasts our self esteem and gives
more meaning to our lives.
With our brand we want to explore a new part of the existing

Do It Yourself

market. Actually the DIY-Ideas are often for doing at home. You
can find it in the internet or magazines. But we want to offer a

Internet

Reality shop

possibility to go to a place, meeting people, charring ideas and

Alone
at home

Meet people
public space

doing products on your own. So we want to combine public
space, meeting people, DIY and using recovered materials.

week 1: Discover

week 2 : Define

week 3 : Develop

Ready Product

week 4 : Deliver


5. Outcome

Believe in your creativity.
Be proud of it. Express it.
and share it with others.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


5. Outcome
service & system
Atelier Symbiose offers

You can join the growing

you the opportunity to

creative community. After

join one of 4 courses

your enrolement, you will

that run every month.

receive a welcome package
with a lot of info about us

Each time a different project with a different
designer. 4 courses produce Do It Yourself

When you think to create something, have

and the project you chose.

recycling used materials of each. You’ll make

some old stuffs, would like to do with others,

All you need now is bring something old or

only your product with others and designer.

you can sign up with on our website.

not of use for you anymore. Let’s make !

After you attend the course, thre is 2 possbilities. First, you bring home
yout product signed. Be proud, you did it. You have taken part of the
Atelier Simbiose experience, you have shared and learned with everybody.
The second possibility you have, is to sell out your object on our online
shop.you will get paid for what you did, and a part of the benefit will go to
our charity annual event. Feel even more involved in your town life.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


5. Outcome
Annual Workshop

We are not only just an atelier, but also charitable
assosiation. We conduct annual charity workshop
twice a year. It is composed two days, our event
take place in a common space in Glasgow to
welcome different wotkshops. Everybody will be
welcome to make a civic project during one day
and the day after will be devoted to the exhibition
or selling of this common work.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


5. Outcome
manifesto
You want to build something with your hands, something useful, for
you, your city, and you are interested in design. Join our atelier, meet
people and share your knowledge, and learn from the others.
Atelier Symbiose is an unique charity brand that provide you the
satisfaction of doing yourself, for you and for the others. You will be
welcome to the designers studios, with who we have an agreement
work. Every month a new experience, a new project, a new designer.

We provide you projects, tools, space and contacts to make your own
product. Be proud of bringing your handmade project home, or even
to sell it on our website shop.
The benefits are used to create civic projects in Glasgow twice a year.
Don't miss this events, and keep having a look on our website.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


5. Outcome
Brand Name

Logo

Our Brand is promoting sustainability by

How to tell our brand

recycling and re-using objetcs and materials.

“atelier SYMBIOSE” to

The range of furniture is based on

others? It is better easy to
understand, the logo has

co-existence of different stories living

letters A and S, or it is not

together as a symbiosis “the living together of

necessary the letters, if only

unlike organisms” .

it is symbolic. Stamp small

It is an experience that people will live and

object simple to understand

share. They will come ,learn, and share their

if it has few letters, not too

skills, knowledge and tools with the others.

thin.Overwrite a signature

We see our brand and expect people to see

(& No.) on the stamp. It is

our brand as an Atelier spirit. Bringing back

good for stamp to have

this concret collaboration and working

some space for write

process as a convivial space. Here we are

sign&No. but its still cool
if there is no space.

Atelier Symbiose.

“Atelier Symbiose”
week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


5. Outcome
Image collage
Atelier, and café atmosphere. People are making, displayin,chatting and

Colours

sharing. The material inspiration is based on preciousity, authenticity, natural, originality. 4

How to show our atomosphere ?

differents moods with wood, metal, ceramic and leather.

Key word : Simbiosis, Encourage,
black, dark brown ...... it can be base to
frame, line, or so.
ocher, dull white ....... it can be base to
Background. express “nature” .
kinds of green ....... express “symbiosis” .
dark orange&red .......express
“warmth” ,” calm” and ” reuse” .
kinds of blue ...... express “high

wood

week 1: Discover

steel

leather

week 2 : Define

ceramic

week 3 : Develop

quality” ,” clean” and ” special” .

week 4 : Deliver


5. Outcome
system overview

money chart
enrollment

Monthly cource

Atelier Symbiose offers 2 programs.
One is a monthly cources which

Annual workshop

produced by especial designer,
second is an annual workshop.
Enrollment and selling on online
produce benefit for our brand, it
takes to annual workshop and payback.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


6. Create individual products
Sketch brainstorming

Requirement
Use Recovered Material
Keep Minimal
Not difficult to create

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


6. Create individual products
Requirement

- How to clarify our brand identity?

Progress of recovering, Shaping rule
Place - kitchen or dining

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


7. Outcome
Individual product
- Magazine stall made from old leather. It will embellish your
room with characteristic textures. Accessory cases on outside aloso help you.

1.Disassemble leather
products as you like and
make abig rectangle. Its
good in prepareing some
pockets, shoes etc.
2. Put it on two iron
which are comblished.
3. Attach the pockets and
shoes which were
prepared on outside.
4. It is completed when
you making a crease and
adjust the form.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


7. Outcome
Individual product

Ceramic

Metal

Wood

The idea is for you to collect a

Metal is a fantastic material for creating furniture. I liketo se

High top desk table. This design

ceramic broken or outdated which

the way its in symbiosis with another material. I invite you

offers the workshop partcipants

is no longer of use or you want to

to create exciting and interasting pieces of furniture with old

the opportunity to be as creative

restore the function and aesthetic

bike handlebars.

as they dare to. They could bring

required. Thus the traditional vase

What kind of bike you

any old pieces of furniture to

transformed while keeping the

prefer, to create your

build the top and will also learn

propotions preserved.

individual seat ?

how to build the metal frame.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver


8. Ready for Exhibition
booklet

poster

Our brand has 4 product

We made a poster to ready

of each courses. We ready

for the exhibition. The poster

for the exhibition, made 4

show our spilit which is

booklets. The booklets

“symbiosis” .

make the shape of our

Each products silhouette make

brandlogo with ghathering

our logo with gathering.

Containeds explain each
product, our brand system
and our spilit.

week 1: Discover

week 2 : Define

week 3 : Develop

week 4 : Deliver

9. Reflection
Introduction & discovery
I have twice experience to do "Branding Project" in our university.
First is producing Stationery Family products, second is producing a future company dealing with
Plant Factory including service, system and products.
The lecture "what is a brand?" was really interesting mentioned in Introduction.
I have known the branding method unclear, but Brand Pattern ABC etc made me clear. The themes
which gave us also excited me.
The brainstorming for future society which did at first was insufficient, I guess.
It couldn't spread widely in limited time, and it is suitable not only producing a brand. I couldn't
understand why it was taken place at that moment. This step is suitable and efficiency doing at
individual first, then gather with member.
Although I imagine that brainstorming was "a lecture" for learning Design thinking method in this
time, I guess.
We could analyze "what is pride?", I think. Lots of good investigation for theme. Two characteristics
and relationship with future consumer society were reasonable, easy to understand and rational. But
we needed more time for discuss moments. We might think about persona more and more,
strengthen relationship with "Future People ". It was insufficient as strong background.


9. Reflection
Creating Artefacts
The name as "Atelier Symbiose" is quite beautiful. It express our brand very well. The words
connect our concept and background strongly, it is perfect. It is important the word establish our
brand as not only product and service but also place and environment.
We took most of time to decide our logo. We couldn't put in order our direction, it was really
troublesome. Finally we decided forcibly a little, but it become good logo. Personally, I also like CG
logo than hand writing, it is cool.
We couldn't discuss image collage a lot too. Naturally, we decided 4 material but it should be more
discussed, I think. We had to discuss and consider about "What kind of atmosphere", "What kind of
material", "what kind of practical using" all stuffs.
Scattered colors were also insufficient to discuss. The reason why we decided each material at first.
Each material pull the color image to itself, we have scattered image each by each. So we couldn't
put in order together.
Finally, the image and quality is good to a minimum, there is still lots of space to develop.


9. Reflection
Concept & Creating our brand service model
We couldn't get profound concept, considering that all background. I might want to say these in
richer way. The concept is persuasiveness if we can explain all the stuff in background.
"ADD STORY" is also suitable for our theme. But we couldn't spread our idea after that. The idea
didn't connect to concretely service model from "how to add story", our proposal became not
innovative and usually, I feel.
The reason why there are lots of innovative service such as Fab-lab. Actually the creative space is
trend in the world, so the combination of exiting service couldn't produce innovation. It was better
more based on web platform, just like as open source is interesting for our service. Do it yourself
and Do it with others, annual charity event are also not innovative but these fit with our
background, so there was some signs of high quality and high status.
We aimed making these stuff deepen.


9. Reflection
Creating individual product
I have nothing further to say about individual product because the brand is not each product but
system itself. The value of each product was weak at the same time. I had wider ways to produce
product because the sketch brainstorming was substantial. Although I have no confidence for each
products because there is not enough reasonable contexts. I had not draw sketch at long time, so I
was excited to sketch. Especially, pairing with water color excited me a lot.
I am not satisfied to ready for exhibition. I believe the words "We have to ready enough time to
explain the project than create it". The time which gave to us 1 week is not enough, so I want 2
more weeks. We couldn't ready for a poster especially. It was totally different with we discussed
before. It is bad, but good for my experience.

10. Acknowledgement
I am not good at english as you see. I would like to express my gratitude for everyone. I am deeply
grateful to Mil and Kirsty who give us accurate feedback and of course my teammate. This 4 weeks
are wonderful experience for me including a lot of reflections. Best Regards.


PPJ brand x_ayaki sakuma

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